NKE Nike Inc

By Jason Gay 

HEY LOOK, it's easy to snicker at Nike's new self-lacing sneakers, a "Back to the Future"-style pair that let you step in and -- brrrzzzz-ziippp! -- tie themselves.

But as the parent of two rambunctious toddlers, I applaud this seismic breakthrough. Have you had to tie shoes for toddlers lately? It's easier to teach them to master French cuisine.

You probably saw something about these self-lacing puppies, known as the HyperAdapt 1.0, when they were released last week. They were everywhere -- on the "Today" show; on the feet of basketball pro Kyrie Irving and soccer god Cristiano Ronaldo. They were a cultural phenomenon before the public got a pair.

They're also $720, which is...OK, $720 is sort of nutso.

I met the shoes last week at a Nike studio space in lower Manhattan. I was escorted to a stylishly lit back room that looked a little like Derek Zoolander's man cave. There, I was introduced to Nike designer Tiffany Beers, who, along with the company's famous shoe whisperer, Tinker Hatfield, is the brains behind the HyperAdapt 1.0.

Ms. Beers sketched out the details: In the middle of the sole, there's a battery and "lace engine" -- basically, a spool that turns to tighten the laces and pull on the web-like body of the shoe. The lace engine engages automatically when you step in (thanks to a sensor at the shoe's heel), but a pair of buttons near your ankle also allow you to adjust the fit. Placing the shoes on their induction-charging system -- a pair of futuristic-looking white pods that are wired to a USB charger -- for a couple of hours will give them enough juice to self-lace for about two weeks, she said.

The technology seems simple, but little details took a long time to perfect, according to Ms. Beers. The satisfying brrrzzzz-ziippp originally sounded "like screaming cats," she said. "We worked really hard on getting the sound better."

It was time for the big reveal. I put on the sneakers, and I can't lie, they felt exactly like...sneakers! Maybe a bit more snug, but comfortable. On the style side, the HyperAdapt 1.0s are chunky, and there's a minor light show when they strap you in, but they're not terribly mechanical or techy-looking. They're shoes Jerry Seinfeld might wear to an airport.

I kind of liked them!

I know you're laughing at me, but try to think of these less as a "self-tying sneaker" and more as an entry point to something bigger: the smart sneaker. This is where Nike wants to go -- using adaptive technology to build shoes that quickly customize to the wearer's foot and performance needs. "I grew up in small town Pennsylvania and I'd consider footwear today -- normal lace-up wear -- like a horse and buggy, " Ms. Beers said.

And the HyperAdapt 1.0s?

"This is the Model T," she said. "It's going to all take off after this, and I hope the entire industry does."

I know what you're saying: Hey, buddy, for $720, I'll tie my own sneakers, thank you very much. I don't disagree: For $1,440, I'll teach my kids to tie their own shoes, take them to Disneyworld, and spend all day tying their shoes around Disneyworld.

But to me the HyperAdapt 1.0 also signals an intriguing future. Especially if it doesn't sound like screaming cats.

Write to Jason Gay at Jason.Gay@wsj.com

(END) Dow Jones Newswires

December 07, 2016 15:04 ET (20:04 GMT)

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